Ahrefs Podcast

Neville Medhora, founder of Copywriting Course and SwipeFile.com, dives into the shifting landscape of copywriting in the age of AI. He highlights the dangers of relying on fully automated content, which often disappoints. Neville discusses the decline of generic how-to blogs, emphasizing the rise of personalized content. He shares his efficient 'Voice Ramble' technique for fast writing and stresses that developing good taste is the new essential skill for writers. Join him to explore how strategic thinking will shape the future of copywriting.

Ryan Law, Director of Content Marketing, shares his expertise on adapting to AI's influence in marketing. He outlines a six-step plan to thrive in an AI-driven landscape, emphasizing that taste and judgment now surpass mere execution skills. They discuss the decline of skyscraper content, the need for marketers to shed outdated identities, and advocate for becoming T-shaped by learning new skills. Ryan also compares marketers to rock stars, encouraging personal branding and niche recognition for career resilience.

Bruno Estrella, Head of Marketing at Clay, shares insights from his journey helping the company soar to a $3.1 billion valuation in just two years. He discusses the innovative GTM Engineer role created through influencer engagement and the playful branding inspired by Play-Doh. Discover how Clay balances self-serve and enterprise marketing strategies, leverages programmatic SEO, and uses Substack for thought leadership. Bruno also dives into community-building tactics, scalable global events, and the importance of nurturing service providers for lasting brand loyalty.

Jeremy Boissinot, founder of Favikon, sheds light on the alarming rise of fake influencers, particularly on LinkedIn, where inflated follower counts and AI-generated engagement muddy the waters. He discusses how to spot authenticity through Favikon's rigorous analysis of creator metrics, emphasizing that trust is now the new currency. The duo delves into why 95% of influencer campaigns fail, often due to poor advertiser choices, and intriguingly highlights Reddit as the next big B2B marketing frontier. Tune in for must-know insights on influencer marketing!

Patrick Stox, a seasoned expert in technical SEO and search optimization, shares valuable insights on the dynamics between AI chatbots and search engines. He explains how AI bots can render JavaScript and the importance of both consensus and unique content for citations. Patrick dives into the workings of large language models, emphasizes the significance of plain language, and advocates for leveraging YouTube as a more effective channel than AI for brand visibility. He concludes that AEO is fundamentally good marketing integrated with holistic strategies.

Ryan Law, Director of Content Marketing at Ahrefs, shares invaluable insights on the rapidly evolving landscape of AI search. He discusses the importance of data-driven strategies for Answer Engine Optimization (AEO) and the shift towards off-page SEO, emphasizing the role of brand mentions in AI visibility. Ryan outlines techniques for optimizing content that appeals to both AI and human readers, including avoiding common pitfalls like heavy JavaScript. He also highlights untapped data sources and provides a warning against spammy content practices.

Join Melissa Laurie, Founder and CEO of Oysterly Media, as she dives into the transformative power of Employee-Generated Content (EGC) for brands. She highlights how authenticity in employee-created videos is becoming essential for marketing. Melissa reveals the ‘Triple A Effect’ of EGC—attracting talent, retaining engaged staff, and boosting sales. Find out why Gen Z needs guidance on creating content, effective video structuring, and real-world success stories from Hilton and Microsoft, making EGC the future of branding.

Kevin Indig, a growth advisor who has helped major companies like Reddit and Shopify, discusses how AI is reshaping SEO and search behavior. He reveals a decline in time spent on searches due to the rise of zero-click searches, while emphasizing that SEO is not dead—it's evolving. Kevin highlights the importance of adapting content strategies for AI-driven environments and stresses the necessity of external validation for rankings. He also explores innovative methods for brands to maintain visibility in an increasingly AI-centric landscape.

Emily Kramer, founder of MKT1 and host of the Dear Marketers podcast, shares her wealth of experience in startup marketing. She discusses how AI will reshape marketing strategies while emphasizing the irreplaceable value of human connection. Emily introduces her Fuel and Engine Framework, explaining how to identify and fix broken marketing strategies. She also debates the evolving roles of product vs. content marketing and highlights the emerging trend of founders as influencers, urging a fresh approach to brand building.

Ryan Law, Director of Content Marketing at Ahrefs, shares insights on a systematic workflow that merges AI with human editorial oversight for creating high-ranking blog content. He explains the importance of crafting detailed briefs and outlines while ensuring quality through rigorous human review. Ryan discusses integrating AI tools for effective content generation and the balance between automation and oversight. The conversation highlights how this approach produces content nearly indistinguishable from human writing, making AI a powerful ally in content strategy.